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THE ARTICLE YOU CAME TO READ
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Making the most of PPC ads
15/07/2008
Testing (rather than assuming) and ongoign refinement of advert content is so important.
An expert has offered advice on how to go about creating ads with text that is the most likely to prompt consumers to click on them.
According to David Rodnitzky of the Search Marketing Standard blog, it is a good idea to test the strength of certain types of ad text in various ad groups.
Once this text is proved to perform well, pit newer ideas against it to create further strong possibilities, Mr Rodnitzky said.
Analysing the success of competitor ads can also provide an indicator of the type of strategy a company should go for when it comes to pay-per-click ads, while including a solid call to action can also be beneficial, he added.
It may be wise for marketers to opt for a subtle call to action if they do not wish to antagonise internet users with overly aggressive phrases, Mr Rodnitzky advised, stating: "Never assume that you 'know' what your users want to see in ad text.
"As part of your testing, you should always test different tones - some very direct response and aggressive, others soft and unobtrusive."
Meanwhile, Debbie Swee of research firm IDC recently told ZDNet Asia that advertisers would to well to ensure their ad objectives are matched with the content, format and medium of the ad itself to reap the biggest rewards.
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